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common-sense belief `customer service is a woman's role' (that would just beg
the original question of why serving customers is regarded as a woman's role),
but rather the congruence between the meanings and values attached to
`femininity' and those attached to `good service'.
Some degree of congruence between the two sets of meanings may well have
existed for a long time, but the connection has become more compelling as a
result of recent developments in the culture of business. What is entailed by
`customer service' has been rede®ned as part of organizations' response to
globalization. A particular philosophy of service has come to dominate organizational thinking and practice, and it is this, I will argue, that has given the
meanings attached to `women's language' new relevance and value for the
REVALUING `WOMEN'S LANGUAGE': CUSTOMER SERVICE AS
It is frequently noted that globalization involves a shift away from industrial
production. In his in¯uential b...
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- Spring '08
- The Land, Call centre, Blackwell Publishers Ltd.